lập kế hoạch e marketing cho highlands coffee

For that reason, the development of products and services in general, as well as the coffee shop industry have gradually developed such as Highlands Coffee, The Coffee House, Trung Nguye

BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC THĂNG LONG

-LẬP KẾ HOẠCH E-MARKETINGCHO HIGHLANDS COFFEE

Giáo viên hướng dẫn:Th.S Nguyễn Tường MinhNhóm thực hiện :Điểm 10

Chuyên ngành:Quản trị kinh doanh

HÀ NỘI - 2021

ĐiểmNhận xét của giáo viên

DANH SÁCH THÀNH VIÊN NHÓM

STTMÃ SINHVIÊN

PART 2.REALITY SITUATION OF MARKETINGACTIVITIESOF

2.1.1.Marketing Communications on Facebook92.1.2.Marketing Communications on Instagram152.1.3.Marketing Communications on Youtube16

List of images and tables

Figure 2.1 HLC’s Metrics Overview on Facebook 10

Figure 2.3 Frequency and interaction of HLC’s posts (By daytime) 11 Figure 2.4 Average posts per weekday of HLC’s fanpage 12 Figure 2.5 Engagement Rate of HLC’s fanpage in the last 3 months 13 Figure 2.6 HLC’s Metrics Overview on Instagram 15 Figure 2.7 HLC’s Metrics Overview on Youtube 16 Figure 2.8 Homepage of HLC’s Website - 1 18 Figure 2.9 Homepage of HLC’s Website - 2 19 Figure 2.10 Monthly Domain Overview (Spyfu) 20 Figure 2.11 Monthly Domain Overview (Spyfu) 20 Figure 2.12 Affiliate Marketing of Highlands on VinID’s website 21 Figure 2.13 HLC’s scandal about nylon cups and straws 22 Figure 2.14 HLC’s popup requirement to connect wifi 23

The reason for choosing this topic

When our life gradually improves and society is developing, people now think about how to “dress well” besides three mains problems in the past (Rice, Clothes and Money) For that reason, the development of products and services in general, as well as the coffee shop industry have gradually developed (such as Highlands Coffee, The Coffee House, Trung Nguyen Legend and so on) Today, people not only come to the café for just drinks, but also for a place to hang out with friends, meet partners and enjoy their time after a hard-working day.

To keep up with the trends, Highlands Coffee needs to find specific and suitable directions for its business to assert its position in the marketplace With the utmost

efforts of the HLC management team together with the agility in grasping the trend, Highland Coffee will continue to bring customers more suitable and convenient products to customers row Along with the modernization of the world, the increasing number of Internet users and diverse geographical locations, Highlands Coffee needs to have a suitable online business strategy to catch up with the new trend of the world as well as maintaining familiar customers and expanding new ones And so, our group decided to choose the topic "Planning for Digital Marketing for Highlands Coffee".

The Introduction about Highlands Coffee

Brand name: Highlands Coffee Type of business: Franchise brand Founder: Mr David Thai (born 1972) Country of origin: Vietnam Date of establishment: 1999

HISTORY OF ESTABLISHMENT AND DEVELOPMENT

1999: Highlands coffee was officially born.

2002: The first generation shop was first born in Metropolis building, TP Ho Chi Minh City and after a week, Highlands coffee North moved with the shop in Au Lac kiosk.

2006: Highlands Coffee with 25 stores nationwide continued to release the second generation with many changes in brand identity and space design.

2013: Highlands Coffee transformed into a model of "Self-service", welcoming the first 3rd generation restaurant at Diamond Plaza, City HCM City.

In 2016: Highlands coffee became the first coffee chain to own 100 cafes nationwide, and at the same time, in 2016, HLC introduced the coffee icon.

In 2017: Improved based on the 3rd generation restaurant, the first 3.5G restaurant was opened at Crescent Mall, Ho Chi Minh City - the generation of shops that define Vietnamese identity with a design space that reflects culture, scenery, and children Vietnamese people, Highlands coffee elevates Vietnamese coffee and bread into art.

In 2019: Becoming the largest coffee chain in Vietnam with more than 300 cafes spread across 24 provinces and cities nationwide

PART 1 ANALYZE THE MARKETING SCENARIO OF HIGHLANDS COFFEE

1.1 Macro Environment

Macro Environments are all forces outside the organization Although not directly and related to the business, it is very powerful Including factors: economy, politics, culture-society, technology-technology, natural environment, demographics 1.1.1 Economic Environment

It is an important content in the analysis of the macro-environment Purchasing power depends on and is determined by income and price Therefore, the contents such as economic growth, economic structure, income distribution, the balance of payments, inflation rate, price slippage, banking system, interest rates, savings and consumption, tax, income, state and private ownership, economic sectors, labor, foreign investment, seasonal, part-time workers, exchange rates, and monetary issues all affect bridge.

In Vietnam, the average income level is 2,800 USD and will gradually develop to integrate with the world With that number, the purchasing power of consumers will directly affect Highlands coffee strategies in the future And in the current digital age, demand becomes more and more important and questions of businesses in the coffee industry in general and Highlands in particular need to have plans to attract new customers to the brand Highlands Coffee.

1.1.2 Cultural - Social Environment

In the character and thinking of Vietnamese people, they always want to approach new and more innovative things and like many people think that products and services from "foreign" are, of course, a good product Above all, every individual in Vietnam always wants to be served with a welcoming, enthusiastic attitude as well as giving them the comfort of using a product or service.

Vietnamese people have their style of enjoying coffee, they do not consider coffee as a quick drink, effective against sleepiness like Americans, but enjoy coffee as a culture: sipping and thinking Sitting by a cup of coffee, sipping a small sip while

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reading the newspaper, listening to music, chatting with friends, working with partners, or sitting at work, and also to reflect on life, about people …

Currently, there has been a big change in the way of enjoying coffee by a large number of people in big cities "Going to coffee" is no longer merely the act of filling people with a black liquid that contains no caffeine, it becomes a verb showing meeting, communicating, sharing experiences in space, drinks.

Therefore, Highlands Coffee is more and more widely available throughout the territory of Vietnam and is called a "genuine" coffee company The company not only sells pure coffee or drinks like many other shops, but they also enter the niche, that is, into service During the industrialization period, people went to cafes, not just to drink coffee Moreover, customers want to spend a moderate amount to buy luxurious space, ideal working seats and a place to meet and chat For Highland Coffee, with a warm attitude, welcoming customers and caring with them wholeheartedly, Highland Coffee always has a friendly look from their customers and has a large number of loyal customers.

1.1.3 Technical Environment

With the appearance of many services outside customers such as delivery (Grab, Baemin) or websites, articles to evaluate a product and service are very good Many new applications like Foody, Now, Also, there is a big rise in Vietnam about YouTubers specializing in evaluating products and services to the viewers And always catching up with the times to improve, HLC now is becoming a potential partner with the famous service brands mentioned above Therefore, with the majority of Vietnamese people using the internet and resonating with the above factors such as assessment, delivery, service, It is easy to bring products and services to customers easy for HLC.

1.1.4 Natural Environment

In the first half of 2020 and until 2021, the world is faced with a very dangerous virus, Covid-19, which greatly affects the economy, especially for businesses in transportation and production Export, However, for HLC, difficulties and challenges are also an opportunity, with the isolation of society throughout Vietnam, HLC has promoted the sale of products via the method of online delivery hands with

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customers and attract customers with special promotions With the epidemic not on the end until now, this service of HLC will continue to develop further shortly.

Besides, Covid-19 also works for many businesses, the company does not force employees to come to the company every day, but they can choose to work from home or at some other place HLC is a good place for them, grasping the situation, HLC has been implementing promotional products with coffee and breakfast combos within a certain time frame in the morning and noon when they have a lunch break Therefore, even if the pandemic continues to change, it will be easier to improvise in all circumstances of HLC than many other items.

1.2 Micro Environment

The micro environment includes elements in the industry that are directly related to the achievement of an enterprise's goals, the basic factors that make up the micro environment of the business such as internal, supplier, medium marketing space, customers, public groups and competitors.

1.2.1 Inside of HLC

Highlands Coffee belongs to Jollibee Foods Group, which is a very strong corporation in the fast-food business model in Vietnam.

For employees at HighLands Coffee, they have to go through rigorous, methodical and rigorous training sessions to become an official employee or manager.

Up to now, since being "handed over" to the big man Jollibee, Highlands Coffee has increased from 50 stores to 300 stores nationwide with an elite and skilled management team.

Highlands Coffee has won awards such as the top 100 best workplace or the top 50 most popular employers

Highlands Coffee is the most present in Ho Chi Minh City, with more than 100 stores, covering all districts Notably, in the central area of District 1, if you pick up landmarks at the newly opened store located on Le Duan Street, about 200 meters from Notre Dame Cathedral, within a radius of 1-2 km, there are about 20 Highlands stores sealed this area Although concentrated with dense density, Highlands Coffee stores are always empty, the day is office people and at night is a gathering place for

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young people's coffee Although leading in the number of stores, always crowded with customers, this "giant" does not seem to have achieved its ambition.

1.2.2 Customers

a, Industry customers

Customers can be coffee enthusiasts These people love what you do and can enjoy talking to you about coffee, while a long line of people is standing in line behind them You need to be ready to talk to customers about your new brew, but you also need to be clear about customers who are less enthusiastic and just want to drink their coffee right away.

Customers are those who depend on wifi This is a group of people who need wifi for their work as well as activities What makes them most comfortable is that they can use wifi in a completely free, unlimited, fast and convenient way.

Clients are Freelancers They are one of the most targeted groups of customers who need a certain focus to get their job done So for these customers, your restaurant needs to meet the airy, wide space, the sound environment is not too noisy for them to work in the most concentrated way You can design comfortable seats, add light If your destination meets one of the above requirements, most likely during low peak times, you can maintain a regular, regular customer base.

A customer is an object group of groups, friends This is also considered a popular target group of cafes because the need to meet and chat with friends and acquaintances is still selected to take place at the cafe locations Comfortable, simple space, good drink factor, good service quality, beautiful location, affordable price However, not all units can achieve all 4 criteria above when serving customers

b, Targeted customers

− Group 1 : Men and women aged 25-40

+ Love wide space, modern and delicate design + Are people with a relatively high income

+ Have a career, often bring technology equipment to work

+ Choosing Highlands Coffee is not only a place to meet friends and relatives but also a place to work, discuss or sign contracts with partners.

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− Group 2 : Young people

+ Age 18-24, are a university student or new graduate.

+ Want a suitable space to study, take notes, and hang out with friends + Love technology, am passionate about social networks, and often use

smartphones …

In the process of moving to a market economy, there is competition and international economic integration trends, liberalization the business needs more attention and attention in determining target their customers

Highlands Coffee chooses to follow the foreign giants by fusing domestic and foreign flavors and styles And the customers that HLC has been serving are middle-class consumers, office workers, and young people Drinking coffee here also makes customers feel that they belong to the upper classes Or the customers of the upper classes, who cannot drink coffee at an ordinary, unbranded store, they have to drink at Highlands Coffee - a place with brand reputation, partly to assert their level HLC always focuses on creating a comfortable and exciting coffee-enjoying atmosphere for customers to enjoy every day Sitting in the bar and sipping a cup of coffee, enjoying the cool air, reading a few pages of newspapers, listening to the soothing and relaxing music, which is not comparable And sure enough, stress covers,

Business people when doing business, negotiating contracts with partners, sometimes to achieve a contract as expected, must also take out his partner, or customers HLC is a very reasonable place We can easily see many artists, journalists coming in and out regularly for work purposes here.

Combined with enjoying coffee, customers come to the coffee shop also for relaxation, stress relief after stressful working hours especially for office workers In addition, there is also a strong team of foreigners and overseas Vietnamese who are tired after an enthusiastic shopping process at Ben Thanh market or wandering around Saigon streets often choose Highlands Coffee as a stopover.

For young people who need a meeting place, group meeting or dating… HLC is an ideal place for many customers Many places also have rooms for organizing meetings, birthdays

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1.2.3 Marketing Intermediary

From its inception up to now, HLC has always shaped its brand to be a classy coffee brand, serving those with good income; Therefore, the distribution strategy and location arrangement of the restaurant are always carefully considered by HLC to bring comfort and convenience to customers in any restaurant The first impression when coming to HLC is an open space, half-closed This is in line with their business philosophy: Mix between modernity and charm, traditional values of Vietnam HLC has cleverly arranged the store in the combination of the noise and bustle of the streets in the big city center with modern, dynamic but no less romantic love of the restaurant This makes this system different from other cafes That is why HLC only chooses the most beautiful facades in the city such as shopping centers, big hotels (Vincom, Hanoi tower ), City Theater, lakeside, neighborhoods bustling both shows class, while positioning a luxury brand, stylish.

Regarding the distribution system of HLC, the chain of coffee shops Mainly focused on: Restaurants - hotels Customers of the hotel system, restaurants and cafes are also considered customers of HLC It can be said that HLC is a part of showing their lifestyle like the hotels or restaurants they like HLC understands the needs of this consumer class All the things that HLC does but always give customers the feeling of excellent quality That is the reason why HLC always stands firm and supports its customers as professional coffee associates HLC has a team of experienced staff, excellent coffee quality, modern machinery and technology, and above all, it is a strong passion for coffee.

1.2.4 Supplier

As a stylish brand, HLC places full confidence in giving customers the most refined coffee experience To do that, all stages are strictly followed by their standards From selecting only the best coffee beans for roasting to creating an atmosphere of comfort and excitement.

With a commitment to quality, starting from the selection of coffee beans, HLC only works with reputable suppliers for the best grade A beans Then, the laboratory performs the task of checking the samples to make sure they meet the strict standards set After importing the goods into the warehouse, workers will choose to remove

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weak seeds Just one poor-quality coffee bean can ruin the quality of an entire shipment.

1.2.5 Competitors

Currently, famous coffee shops not only in the country and spreading out to Southeast Asia are Highlands, The Coffee House, Starbucks, Trung Nguyen, But Highlands Coffee and The Coffee House are serious competitors in the past year, reflected through the following characteristics:

− History:

The Coffee House was founded by Mr Nguyen Hai Ninh and held the CEO position in the early years Mr Ninh was born in 1987, once known as the co-founder of the Urban Station chain that created a coffee trend among young people In 2014, Mr Ninh established TCH chain with the first stores with the inspiration, "Go for coffee" for a long time not just drinking a cup of coffee but also a chance to meet and chat with friends TCH values the connection between people and customer experience.

HLC was first born in 1999 and gradually spread to the world with its own raw materials, honoring Vietnamese coffee culture, Phin coffee culture to serve Vietnamese people The founder of HLCe is David Thai with a passion for raising the level of Vietnamese coffee around the world.

− Atmosphere:

Young, modern, suitable for the "juicy conversation culture" when going to Vietnamese coffee and especially being present at most of the big street corners, interspersed with commercial centers are the advantages of HLC chain.

On the contrary, TCH has a teenage atmosphere, inclined to the trend of office space and workspace Usually appears in places with a high concentration of teenagers and large roads.

HLC is set up according to modern trends and national identity, focusing on traditional cafes and each Highlands local has built a typical concept of that region Then TCH is completely different when it is inclined to modern, classic and vintage trends The color of the restaurant is light, cool, the tables and chairs set up a separate space for guests.

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− Menu and tastes:

As two competitors are "struggling" to occupy the same market, so the menus of these 2 chains of Café are similar And the menu that is chosen by the most customers is Coffee and Tea

The coffee flavor of the two shops is different For those who love coffee and concentration, Highlands is the place that customers choose The taste of coffee in Highland is the dark, delicious and delicious roast In contrast, TCH’s taste is not very strong and the coffee color is usually lighter than HLC.

Golden Lotus Tea and Tra Dao are also favorites of these two famous coffee shops But the taste of Tra Sen Vang and Tra Dao in HLC is richer and more fragrant Ice cream in 2 flavors of sweet tea is sweeter than TCH.

− Packaging:

The packaging of HLC not only has the function of containing the product but also has all other functions such as preservation, company name, finished product,

For TCH, the packaging is very focused, not only ensuring the most convenient packaging, but also the uniqueness and environmental friendliness.

− Traditional:

HLC introduces products, capabilities, image and reputation of the company to customers in addition to advertising via television, public products, internet HLC is also a coffee chain with a lot of different promotions with each period or program for special days of the year combined with products on current popular mobile phones such as Zalo, Facebook, Qr Code, Highlands brings to customers convenience and save time as possible.

TCH is extremely different and special It is strange that not using tricks but directly hit customers' psychology from small but very touching stories about "home", about "family" Each story, each customer feeling is appreciated and spread to many people It is not just about telling stories but also about inspiring, motivating, creating valuable lessons and attracting a huge number of interested customers Listening to customers and understanding customer insights have helped The Coffee House always have a stable loyal customer base and create a positive viral effect in the community.

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